CRIMSON HEXAGON

When your business is social data, you'd better mean business.

Objectives

Driving lead generation

Building brand equity

Securing capital investment

Crimson Hexagon helps some of the world's smartest brands, including Google, Twitter, Nike, Starbucks, and NBC, find signal in a sea of social noise. Matching a bleeding-edge social analytics, influencer monitoring, and sentiment analysis platform to a library of over a trillion data points, the company gives enterprises and global marketing companies an unmatched view into their social audience and presence.

Dialogue Theory was selected from an international group of marketing agencies to drive a project critical to Crimson Hexagon’s continued growth and perception as a social analytics and voice-of-customer market leader: a complete brand overhaul and the creation of a beautiful, new B2B website.

Approach

We started by gathering perspectives from across the organization, synthesizing feedback from over twenty-five key stakeholders, primary research, and a series of code, content, and brand audits into a set of specialist briefs to guide the complex project. What emerged was a coherent vision of the company in a rapidly-shifting social landscape, and a deep and intuitive understanding of the power it's products give marketers, analysts, and executives.

We helped define the company's new value proposition: social data you can work with, emphasizing the real-world, actionable impact of the platform, and refined and simplified the logo for a clean, authoritative look. The brand aesthetic itself got a new typography scheme (marrying the clarity and presence of Avenir with the friendly yet tech-savvy Open Sans) anchored by a bold and minimal new color scheme - elements which were woven through the new website design, sales collateral, and identity materials as well as captured in a comprehensive Brand Standards Guide.

The website itself was built atop a proprietary distribution of WordPress to enable painless content contribution and maintenance, extensibility, and continued compatibility with crucial third-party tools such as Salesforce and Hubspot (later replaced by Eloqua).

The design featured key pages built around real photographs of Crimson Hexagon’s beautiful social data platform peppered with relevant – and prominent - calls-to-action. Custom contact forms, integrated into the team's complex lead scoring programs turned each page into a lead generator. An inviting magazine-style blog and a resource library featuring filtering by topic, type, and business challenge provided further platforms for an aggressive content strategy.

The rebrand and site redesign were a highly collaborative and gratifying project - and seeing measurable and dramatic results in the months after launch made our collective effort all the more validating. We continue to work closely with the Crimson Hexagon team, most recently on the creation of assets and templates for their campaign celebrating their one trillionth social data point.